Thursday’s profit tip for authors

Yesterday, I experienced the power of consistency and the role it plays in an author’s profitability.

I drove 22 miles to purchase a $27 book…and I didn’t even read the back cover–or open it–until I got home!

The power of consistency

Maximum author profitability occurs when an author continues to satisfy their reader’s needs time after time.

In the case of Robert B. Parker (unfortunately, no relation), he’s hit home runs over 50 times. He writes 2 mysteries a year, in 3 different series. Each one is predictably excellent. Each provides a satisfying overnight reading experience, there have been no disappointments.

The benefits of predictability

Reader loyalty benefits authors over and over again. Each new title not only attracts new readers and generates additional income, but also pre-sells future books and reminds them to check out all of their previous books.

As a result, when the author comes out with a new book, readers immediately recognize and purchase it. Even better, their loyalest fans will pre-order the book months before its publication.

Success leads to success

Another  example of the power of consistency and predictable satisfaction is Garr Reynolds, whose Presentation Zen was an Amazon.com  Top 500 success from the its initial publication to the present.

The success of Garr’s Presentation Zen, plus his Presentation Zen blog,  has paved the way to success of his upcoming Presentation Design.

Although still months from publication, it’s pre-orders remain healthy day after day, a result of demand for Garr’s readers for more information and perspective based on his previous performance in book and blog.  (Published & Profitable members can learn more from my exclusive interviews with Garr Reynolds and Michael Nolan, his editor.)

Lessons for new authors

So, what do these 2 examples teach authors writing their first book?

Reinforcement and inspiration. Authors be pleased by the examples provided by the above authors, as well as dozens of others like Jay Conrad Levinson, Seth Godin, David Meerman Scott, and other authors who have successfully created brands for their books based on the value and rapport these authors have built up over the years.

Strong personal branding backed up value and craftsmanship are, indeed, rewarded!

Challenged and inspired. Authors should commit to learning from the success of the leading multi-title authors. Here are some ways to learn from their success:

1. Titles. Start by analyzing the titles of authors who have created a successful series. What are the common elements in titles that authors expand into profitable series? What is the promise offered by the titles?
2. Content plans. What are the repeating elements found in each book’s organization and table of contents? Is there a pattern to each title’s organization? Are certain text or graphic elements found over and over again in the chapters of each book?
3. Engagement. How do the authors engage with their readers? Do their books share common elements like case studies, examples, exercises, stories, or questions? Do the titles share a unique personality, or voice, that projects an image of empathy and warmth? Do they invite questions and e-mails from readers? Have you ever contacted them through their websites or at speaking engagements?
4. Web presence. Are there lessons to be learned from visiting the blogs and websites of  the most successful authors? Are they active in social media marketing?
5. Assistance. Do the authors work alone, or do they work with others, including co-authors and ghost writers? Or, do they “crowd-source” their books by soliciting contributions from others? What can you find out about their writing style and tools from the acknowledgements pages of their books, or their interviews?
6. Promotion. How do your favorite authors promote themselves? How did you initially discover them?How do you know when new titles are about to appear?

What’s your take on consistency as a profit-driver?

Who are your favorite fiction or non-fiction multi-title authors? How long have you been reading their books? What attracted you to them, and why do you come back for more? What are the common elements of the various titles you’ve read by the authors you buy over and over again?

By analyzing your own experiences with your favorite “consistently excellent” authors, you’ll be better able to replicate their profitable success with your own book.